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ABOUT three-quarters of Norwegian Cruise Line bookings in Australia are currently coming from “new to brand” clients, with the cruise line confident its strategy over the course of the pandemic will put it in good stead for a strong recovery.
Last night Norwegian’s Director of Sales ANZ, Damian Borg and APAC VP & MD, Ben Angell (pictured) told Cruise Weekly they had focused on their experience with Norwegian being a relative newcomer to the market, returning to its “start-up” roots since the local office was established five years ago.
“We have doubled down on being more visible than anyone else, getting in earlier than anyone else, having the optimism to advertise and return to the market…we think that’s something that’s served us well,” Angell said.
Initiatives such as Norwegian’s “Book a BDM” platform, the Partners First program and other ongoing engagements with the trade have been key, and while new customers are being attracted to the brand, Borg noted there is also a huge amount of guests sitting on future cruise credits.
“We want to work with partners to convert that,” he said.
The pair remarked clients were also clearly looking for value from a trusted brand, rather than deep discounts.
It’s understood Norwegian is once again preferred with Helloworld, with Angell and Borg confirming ongoing support for the wholesale channel.
“We believe it’s all about partnership – whether it’s retail or wholesale, we will never distinguish…it’s not about trying to divide and conquer,” they said.